Companies like Canon, Barclays and Google have not only register brand top-level domains (TLDs) but have begun using them.
Here is a running list of the new .brand domains currently live:
AFL: play.afl
Amazon AWS:
Barclays: home.barclays
Barcleycard: home.barclaycard
BMW: next100.bmw
BNP Paribas: group.bnpparibas
Bradesco: banco.bradesco
Canon: global.canon
Google:
Hitachi: social-innovation.hitachi
Leclerc: e.leclerc and sport.leclerc (among others)
L’Oreal welove.makeup
Schmidt: groupe.schmidt
Sener: www.aerospace.sener (among others)
Sky: home.sky
Swatch: pop.swatch
Yandex: travel.yandex (among others, redirect currently)
Cisco uses gTLDs currently as redirects, such as cloud.cisco.
If you have a brand to add, please let me know.